| Under the drive of huge rigid demand, Chinese and Wuhan real estate market haveexperienced growth so rapid and shocking that it is like an explosion. The prosperity ofreal estate sales market covers defects in the standardized and long-term developmentprocess of real estate enterprises to a certain extent. However, as Chinese real estatemarket entering a stage of deep adjustment toward stable development stage, in the rapiddevelopment process, real estate enterprises begin to realize that market competition willtransform from competition in marketing, district, resources, cost and selling points to onein comprehensive strength featured by brand. Brand building and operation will bringgreat opportunities for the development of enterprises, and the brand asset value of realestate enterprises will be further demonstrated.As an important intangible asset and operating capital of enterprises, and a strategicoperating element in enterprises development process that cannot be neglected, brandplays a vital role in Zhongcheng Company, a real estate enterprise which has beenenjoying rapid development. As a real estate company with superior land resourcereservation and outstanding achievements, Zhongcheng Company must launch brandoperation, and drive its rapid development and increase in comprehensive competitivenessthrough the building of a mighty brand, so as to achieve success in the increasingly furiousmarket competition.The higher level of strategic, standardized and refined brand operationadopted by Zhongcheng Company is the objective requirement of intensified marketcompetition and extensive range of enterprise competition, an important means to promoteits operation performance, and also a core element in forging its future competitiveness.On the basis of clear classification of the objectives and significance of the study, thisdissertation combines theoretical knowledge with practices at work, and firstly introducestheoretical knowledge involved in the process of subject study, including brand constructionand strategic management,. Then, with the help of analysis method, this dissertationconducts practical analysis on the external environment of Zhongcheng Company s brandoperation, the internal environment and brand accumulation in early stage. It also adoptsanalysis method to conclude the opportunities and challenges it has been confronting externally, and realizes strategic match of these factors. In accordance with the scientificselections made by Zhongcheng Company, the comparison, reference and analysis ofimportant indexes of the enterprise itself and Top100enterprises in the world, thisdissertation further classifies various questions confronting the brand operation ofZhongcheng Company, and the direction of its strategic development. On the basis of theabove mentioned analysis, this dissertation sets a strategic objective to mold Zhongchengbrand into a nationally-known real estate brand with vivid features, adequate connotationand leading specialties through ten-year construction. It also bases on the brand imagepositioning as an expert in urban operation and pioneer in green real estate, and the brandquality positioning as specialized, responsible and harmonious, and formulates integratedplans to carry out strategies from such aspects as integrated management of operationorganizations, control of implementing process, crisis management, visual and behavioralidentification, brand combination and effective fund utilization through the reference andanalysis of experience of domestic and overseas enterprises, and also relevant typicalenterprises regarding brand operation, and the combination of the current situation andstrategic requirements of Zhongcheng Company s operation, thus putting forward train ofthought as to the implementation and guarantee of brand strategy. In the aspect of integratedmanagement of operation organizations, it is suggested by this dissertation that dynamic andoverall management of the whole process of brand operating activity should be conducted,including such functional modules as strategic decision-making, comprehensive plans,project and organization management, business implementation and target control, as wellas performance analysis and management. |
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